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Social Media Marketing: owned, earned and paid media

Social Media Marketing: owned, earned and paid media . MARK 430 WEEK 6. Overview:. Measuring social media success Using social media tools for marketing (owned, earned, and paid media) Examples from 4 different social media sites

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Social Media Marketing: owned, earned and paid media

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  1. Social Media Marketing: owned, earned and paid media MARK 430 WEEK 6

  2. Overview: • Measuring social media success • Using social media tools for marketing (owned, earned, and paid media) • Examples from 4 different social media sites • YouTube : demographics, vodcasts, video channels, subscribers, views, embeds • Twitter: demographics, promoted tweets, promoted accounts, profiles, metrics • Facebook : demographics, fan pages, advertising, metrics • Google+ : demographics, hangouts, company pages, circles, metrics

  3. For your project think of using social media for owned, earned, and paid media elements

  4. To set the scene • Tim Leberecht: 3 ways to (usefully) lose control of your brand (TED talk)

  5. Using social media for marketing: owned, earned, and paid media

  6. You tube

  7. The video revolution • The ultimate “show and tell” tool • Video on the web used to be difficult • Now, thanks to YouTube, Vimeo, Ustream etc, it is ridiculously cheap and easy • The process is easy for your users to add their own content • Create a channel and let people add their own content • Video blogging / vodcasts – eg. Wine marketing reinvented by Gary Vaynerchuck– wine video blog • YouTube advertising

  8. YouTube – how can we use it as “paid” media? • Marketers can use YouTube for advertising • TrueView Video Ads • Research on the on-demand video consumer (May 2012) • Women 25-49 • Men 18 - 34 • Marketers can use YouTube for their own video ....we need analytics to measure success

  9. YouTube Analytics • YouTube Analytics: what we can measure about the use of video on YouTube • YouTube Trends Dashboard

  10. twitter

  11. Twitter demographics • Still relatively low usage (around 15% of online adults in the US). Equal numbers of men and women. Now trending younger. • Pew Internet and American Life Project: Twitter Use 2013 (and other stats) • Pew Internet and American Life Project: Social Networking Site Users 2012 • 55% of Twitter users are 35 or older. (Pingdom research – based on DoubleClickAdPlanner data)

  12. Twitter marketing products (paid media) • Marketing with twitter (from twitter) • Promoted accounts • Use for getting followers and influencers fast • Promoted tweets • Target search results or user’s timeline • Geographic targeting • Promoted trends • Get noticed

  13. Twitter usage examples • Twitter case studies of the use of advertising • Twitter for customer care (examples) • Blizzard Entertainment Customer Support • Dell Customer Support • Supporting customers in Facebook and via @DellCares in Twitter • Train your team!! So they don’t do this.....(KitchenAid)

  14. Twitter analytics • Followers • Retweets • Click through from custom shortened URLs egBitly • Twitter advertising analytics • Hootsuite Custom Analytics

  15. facebook

  16. Facebook demographics • 65% of Facebook users are 35 or older (and getting older each year. The average Facebook user is 40.5 years old (Pingdom research – based on DoubleClickAdPlanner data) • Pew Internet and American Life Project: Social Networking Site Users 2012

  17. Facebook marketing products • Facebook for business • Build a page, not a personal account • Facebookadvertising products • Sponsored stories problem • Promoted posts

  18. Facebook metrics • Earned media • Fans • Likes offsite and onsite • Comments • Many third-party tools to measure FB activity – the big question is “what do the metrics actually mean?” • Facebook Insights (can be integrated into tools such as Hootsuite , Webtrends, Google Analytics)

  19. Google +

  20. Google+ for marketing • Google+ for business • Google is pretty tight-lipped re demographics • Trends towards male, 30s – 40s, tech-savvy, educated, “cool factor” • But AdAge thinks we can’t ignore it • Why people choose G+ over Facebook (via Jeremiah Owyang on G+ • Niche market still, big advantage is integration with other Google products.

  21. Google+ metrics • Earned media metrics • Comments • G+ • Followers / fans • Analytics • Ripples

  22. G+ Hangouts: the killer app? • 5 examples of brands using Google+ Hangouts (and doing it well)

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